Volvo returns to golf's spiritual home

A Fast Track product story

Edited by the Marketingweek Marketplace editorial team Sep 20, 2007

Volvo Car UK has announced that it is an Official Partner of the Alfred Dunhill Links Championship, which takes place from 4-7 October 2007.

The partnership extends Volvo's association with the European Tour that stretches back to 1970 and continues Volvo's long term involvement with the golfing community.

Volvo will provide a fleet of vehicles for the tour including its award winning SUV, the Volvo XC90, the Volvo S80 executive saloon and the all-new Volvo V70 and XC70 premium estate cars.

Lesley Milne, Head of Events and Sponsorship at Volvo Car UK, commented: "To build an association with one of the most prestigious and unique tournaments on the European Tour will allow us to extend the brand's appeal to a wider audience and provides another dimension to our worldwide golf sponsorship programme".

The Alfred Dunhill Links Championship is one of the leading European Tour events with a prize fund of US$ 5 million and has a unique format incorporating two separate competitions - an individual professional tournament for the world's leading golfers and a team event in which they are paired with amateurs from the world of sport, business and entertainment.

Played over three of the world's best known and respected links courses - the Old Course at St Andrews, the Championship Course at Carnoustie and the highly regarded Kingsbarns Golf Links - the championship attracts many of the world's best known golfers and amateurs.

Among those that have played are: Ernie Els, Padraig Harrington, Colin Montgomerie, Paul Casey, Nick Faldo and Retief Goosen as well as Samuel L Jackson, Hugh Grant, Dennis Hopper, Sir Bobby Charlton, Ronan Keating, Sir Ian Botham and Johan Cruyff.